Learn how to build effective Account-Based Marketing campaigns using LinkedIn and Facebook Ads. We have spent hundreds of thousands of dollars on these two platforms during the past few years and we have learned some lessons along the way. These slides are focused on how you can build a system that generates leads from your top accounts, sends automated follow-ups using Zapier and Outreach, and becomes a profitable pipeline generation channel. Our special guest is Chris Schaefer from Metadata.io. Chris shares with us the lessons and best practices learned by running thousands of ABM campaigns on LinkedIn and Facebook for their clients.

1. Using LinkedIn/Facebook Ads
to Engage with Top Accounts
Demand Generation Marketers Meetup (SF)
October 18th, 2018

2. Welcome!
HOST
Franco Caporale
Founder & General Manager
franco@saasmql.com

3. Agenda
6:30 - 6:50 - How to Build ABM Campaigns using LinkedIn/Facebook Ads
(Franco Caporale - Founder - SaasMQL)
6:50 - 7:10 - Lessons learned from thousands of campaigns on LinkedIn
and Facebook (Chris Schaefer - Director of Customer Success Metadata.io).
7:10 - 7:30 - Q&A
7:30 - 8:00 - Closing & Networking

4. Sponsor

5. Building ABM
Campaigns on LinkedIn
and Facebook

6. About me
Franco Caporale
Founder
Led Demand Generation at:

7. About SaasMQL
Implement programs to engage with
enterprise accounts at scale.
Measure performance and conversion
from lead to revenue.
Align sales and marketing teams on
shared KPIs.
Train existing team on new processes.
CLIENTS INCLUDE:

8. Goals of a B2B Marketers
1. Generate qualified meetings
with Top Accounts
2. Re-engage lost opportunities
3. Accelerate existing
opportunities
4. Retain and upsell current
customers

9. Why LinkedIn?
PROS:
● Network of over 400M professionals
● You can create audiences based on
company, title, skills, location,industry etc.
● Gated content performs really well
● Perfect for enterprise customers
● Different types of ads available (sponsor
updates, dynamic ads, InMails, Text Ads)
CONS:
● Requires substantial budgets
● Not suited to target small businesses

10. Why Facebook?
PROS:
● Most of your targets have a FB profile.
● Can work well with a small budget.
● Easy to get started.
● Great for retargeting.
● CPC usually cheaper than LinkedIn.
CONS:
● B2B profiling is still somehow weak (low
matching rate)
● Several restrictions on images/copy

11. ABM Engine
Qualified Lead
(MQL)
Warm Lead (Positive
Reply)
Meeting Set
(SQL)
Opportunity Created
(Stage 0)
Opportunity Accepted
(Stage 1 - SQO)
Closed-Lost
Closed-Won ($)
Nurture
Direct Mail
TARGET
ACCOUNTS

12. Main Components
Engage with cold accounts and
generate leads.
Qualify leads and convert them into
meetings/opportunities.
Sync data across systems.
Nurture accounts that are not ready to
buy.
Convert warm accounts into opportunities.

13. Build an ABM Audience
● Create different lists per vertical, segment, tech stack, competitor clients etc.
● On LinkedIn, you can retarget audiences based on Account name, Email, or both. On Facebook
only based on emails.
● You should look to target at least 1,000 companies and 10,000 people when you upload custom
audiences.
● Remember to add the conversion pixel and retarget your website visitors.

14. Lead Ads vs. Traffic Ads
TRAFFIC AD: Send leads to landing page.
LEAD AD: A pre-filled form pops up on LinkedIn/Facebook → Higher conversion.

15. Automating tasks

16. Lead Follow-up

17. Tracking ROI in Salesforce

18. Setting a Budget
● Plan to spend a minimum of $5K/month on each
platform.
● CPC on LinkedIn usually ranges from $6 to $15,
on FB from $2 to $8.
● Cost per qualified lead can be as high as $500 or
more (for demo requests). Content leads on LI are
usually $50 to $100.
● Test and optimize campaigns to get better ROI.

19. Lessons Learned from
Thousands of
Campaigns

20. Our Guest Speaker
CHRIS SCHAEFER
Director of Customer Success

21. About Me
● Media background
● Focus on cohesive
strategy
● Specialize in B2B
● I like to go fast

22. Our Approach

23. Lesson #1
Understand where these leads are in their buying
process:
● With rare exception, people do not browse social
networks with the intention of buying something
● Depending on the conversion event, these leads may be
above, in the top, or in the middle of the funnel

24. Lesson #2
Nothing works well in a vacuum:
● Make sure your ad campaigns feed into other marketing
programs; email nurture, retargeting, etc
● Depending on ACV, it might make sense to hand leads
directly to SDRs. If so, make sure those SDRs
understand how those leads were generated.

25. Lesson #3
Make the value proposition of the Ad clear:
● You’re selling the value of the asset in the ad
(whitepaper, ebook, etc). Don’t force the prospect to infer
the value they will receive from clicking and filling the
form
● Consistent UX is important for users to feel comfortable
giving you their personal info

26. Lesson #3 Example
Activity from users helps bring up
relevance score and allows us to bid
lower
All CTAs within the ad are the same to
create consistent UX for the viewer

27. Lesson #3 Example
● Not clear what you get
when you complete the
ad.
● High CTR, but a lot of
form abandonment.
● Audience was not
prepared for value
exchange

28. Lesson #4
Check in on ads regularly, not sporadically:
● Treat your ad campaigns the way a professional investor treats
their portfolio

29. Lesson #5
Resist the urge to “channel hop:”
● Occasionally, it will be clear that one channel is better
than the others.
● Keep all channels running. You can get a lot of reach on
any channel for not much money. “Boosting” an organic
post is a good way to do this.

30. Common Mistakes to Avoid
1. Starting with too big or too small of an audience
2. Not having enough content and/or creative
3. Waiting too long to actually launch campaigns. (Don’t let
great get in the way of good)
4. Favoring one channel over others with no data to support
it

31. Best Practices
1. Start with an audience you know gets opportunities
created
2. Offer your audience resources that are intrinsically
valuable to them and be clear about that value
3. Optimize your campaigns regularly and based on
verifiable data. Look at down-funnel metrics like pipeline
and opps.
4. Ask for help. LinkedIn especially loves to offer their help
to set up campaigns and optimize them

32. QUESTIONS?
415-448-6551
www.saasmql.com